# thelever.co.nz

> Helping female founders create self-managing businesses


## Posts

- [Why the Work Keeps Coming Back to You](https://thelever.co.nz/work-keeps-coming-back/): When the work keeps coming back to you, the problem isn't delegation. It's that your business was built around your presence, not a structure that works without it. Here's what has to change.
- [The Real Reason Founders Hit a Wall](https://thelever.co.nz/the-cost-of-mental-exhaustion/): Every founder hits a wall. The exhaustion is real. But the cause isn't what most founders think, and neither is the fix.
- [The Bottleneck Founder Fix](https://thelever.co.nz/bottleneck-founder/): Being the bottleneck founder is the most common trap in founder-led businesses. Here's why it happens, and what it takes to build a business that runs without you at the centre of everything.
- [Pip Malpas | Little Pips Soda Syrups](https://thelever.co.nz/pip-malpas-littlepips/): The Hand Up Project Pip Malpas, Founder Little Pips Soda Syrups Some businesses begin with a spreadsheet and a market gap. This one began with a lemon, a recipe passed down from a mother, and a casual conversation with a chef who said “I know who you should speak to.” Pip Malpas launched Little Pips Soda Syrups in April 2024 and she’d be the first to tell you she arrived as a complete novice, acronyms and all. What she brought instead was something harder to teach: deep curiosity, genuine relationships, and a commitment to doing things honestly even when the world […]
- [Sandra Julian | Business Coach & Mentor](https://thelever.co.nz/sandra-julian/): The Hand Up Project Sandra Julian Founder, Business Coach, Mentor Some founders know Sandra Julian as the woman who built a thriving events business over 25 years. We know her as the client whose SOP library became, in her own words, “a thing of beauty.” What both versions have in common is a woman who learned, slowly, honestly, and sometimes the hard way, that the business you build is only as strong as your willingness to get out of the centre of it. Sandra didn’t start with a grand vision. She started with a conversation, a colleague who spotted an opportunity, […]
- [Samantha Jung-Fielding | Happinessence](https://thelever.co.nz/samantha-jung-fielding/): The Hand Up Project Samantha Jung-Fielding, FounderHappinessence There’s a particular kind of resilience that doesn’t announce itself. It doesn’t post about the hard times while they’re happening. It simply rebuilds … quietly, deliberately, and with more clarity than before. Samantha Jung-Fielding has that kind of resilience. She built a natural healing centre in the UK, migrated her family to New Zealand, started over solo, and grew a business helping women untangle the parts of themselves that were getting in the way of the lives they wanted. Then, just as her networking community was hitting its stride, a pandemic-era decision cost her […]
- [Kate Ashcroft | Ashcroft, Mitchell, McGregor](https://thelever.co.nz/kate-ashcroft/): The Hand Up Project Kate Ashcroft, Partner Ashcroft, Mitchell, McGregor Most lawyers will tell you what the law says. The best ones tell you what to do next. Kate Ashcroft built Ashcroft Mitchell McGregor on exactly that distinction … a law firm designed to be more human, more direct, and more useful than the profession she stepped into. Less noise, clearer path forward, more room for the people inside it to actually breathe. What Kate brings to this series isn’t a dramatic origin story or a single pivot that changed everything. It’s something quieter and arguably more useful: the hard-earned wisdom […]
- [Claire Jackson | The Habit Lab](https://thelever.co.nz/claire-jackson-the-habit-lab/): The Hand Up Project Claire Jackson, Founder The Habit Lab Some businesses are built from ambition. Others are built from necessity, from the moment a founder realises the tools everyone else is using simply weren’t designed for the life they’re actually living. Claire Jackson built The Habit Lab from exactly that place. She was navigating early motherhood, postpartum depression, burnout, and a health diagnosis … all while appearing, from the outside, to be completely fine. When she discovered a different approach to behaviour change, one that started with capacity rather than willpower, it didn’t just reshape how she worked. It became […]
- [Debra Chantry-Taylor | EOS Implementer](https://thelever.co.nz/debra-chantry-taylor/): The Hand Up Project Debra Chantry-Taylor, Founder EOS Implementer There are people you meet in business who change the way you think. And then there are the rare few who change the way you operate. Debra Chantry-Taylor is one of those people. She’s been a client, a mentor, an EOS Implementer, and a friend of Justine’s. Over more than 30 years running and owning businesses, she’s experienced the kind of highs that make it all worthwhile … and the kind of lows that test whether you’re genuinely built for this. She’s navigated grief in the middle of a growth phase, closed […]
- [Dr. Kate Riegle van West | SpinPoi](https://thelever.co.nz/kate-riegle-van-west-spinpoi/): The Hand Up Project Dr. Kate Riegle van West, Founder & CEO SpinPoi Most founders are waiting for the moment everything changes. The big client. The viral post. The investment that finally validates what they’ve been building. Kate Riegle van West waited too … until she stopped waiting, and started trusting the process instead. Kate built SpinPoi from a deeply personal place: a discovery that poi spinning had a profound effect on the body and mind, and a conviction that if she could understand why, she could bring it to the people who needed it most. What followed was a PhD, […]
- [Midge Hand | Whippet Digital](https://thelever.co.nz/midge_hand_whippet_digital-2/): The Hand Up Project Midge Hand, Co-Founder WHIPPET DIGITAL This International Women’s Week, the air is thick with talk of leadership and empowerment. But often, the most radical act a woman in business can take isn’t a grand public gesture it’s the internal decision to stop proving her worth through constant doing and start trusting her own compass. With sixteen years of grit under her belt, Co-Founder Midge Hand of Whippet Digital has navigated everything from making herself redundant to protect a colleague’s dream, to steering an agency through massive technological shifts. Her story isn’t just about survival; it’s about the […]
- [Cat Macnaughtan | Getting Lost](https://thelever.co.nz/cat-macnaughtan-gettinglost/): The Hand Up Project Cat Macnaughtan, Founder & CEO GETTING LOST Cat’s journey to founding Getting Lost didn’t start with a five-year plan; it started with a ‘rage launch’ sparked by a $10,000 financial hit and a refusal to let others control her destiny. From reclaiming her independence in just six weeks to navigating a surprise global inquiry from her spare room, Cat has built a brand that perfectly mirrors its mission: finding the magic in the detour. In this second instalment of The Hand Up Project, she reminds us that the best parts of the journey are rarely found on […]
- [Amanda Jeffs | She Is AI](https://thelever.co.nz/amanda-jeffs-she-is-ai/): The Hand Up Project Amanda Jeffs, Founder & CEO SHE IS AI This is the first in our Hand Up Project series; conversations with successful female founders who share the insights, hard lessons, and strategic shifts that transformed their businesses. Today, we’re thrilled to introduce Amanda Jeffs, Founder & CEO of SHE IS AI. Amanda started her business from a deep desire to create space for women in AI and technology who didn’t feel represented, supported, or visible. Over time, her focus has evolved from visibility alone to infrastructure – building sustainable systems so women don’t just enter the space, but […]

## Pages

- [The Hand Up Project](https://thelever.co.nz/the-hand-up-project/): The Hand Up Project Real wisdom from women who’ve been exactly where you are. You are not the only one wondering whether everyone else worked out something you haven’t. They didn’t. Every founder who has built something real has stood where you are now, in the middle of it all, quietly asking if it was always meant to feel this heavy. So we asked ten of them to tell us what actually changed things. The moment they stopped. The thing they let go of. The day they finally backed themselves. What came back wasn’t advice. It was a hand up. And […]
- [Navigating AI Risk](https://thelever.co.nz/navigating-ai-risk/): The AI Lever — AI Governance Diagnostic An AI Lever Diagnostic The GovernanceGap This diagnostic shows you exactly where your business stands with AI risk, what is working, and where you are exposed. 5 minutes 8 questions Personalised Risk Report Identify your gaps → 93% of organisations acknowledge AI brings risks — but only 9% feel prepared to handle them 34.8% of employee ChatGPT inputs contain sensitive data — tripled since 2023 71.6% of generative AI access at work happens via personal accounts that bypass all identity management 9% of small businesses monitor AI outputs for accuracy, drift, or misuse Before […]
- [AI Risk Guide](https://thelever.co.nz/ai-risk-guide/): Get the free guide ⎯ Free guide for business leaders AI, Risk & Responsibility Your team is already using AI. The question is whether your business is ready for what that means. This practical guide covers the real risks to businesses. “If the team start depending on AI for thinking rather than their own expertise, the finished product lacks soul. And everyone knows it.” — A founder we work with No tech speak, just clarity on what responsible AI leadership actually looks like. Get the free guide Enter your details below. Your copy of AI, Risk & Responsibility will land in […]
- [The AI Lever](https://thelever.co.nz/the-ai-lever-2/): Thank you! AI just became your leverage, not your risk. The AI Lever is ready to download. You now have the framework, the tools, and the team conversation guide to lead AI in your business with clarity and confidence. >> Download The AI lever here Where to start Begin with the AI Authority Framework. Map your business against the four levels, then use the Team Conversation guide to bring your people into it. The rest follows naturally. Want us alongside you? The AI Lever is built to be implemented by you, at your own pace. But if you’d rather have someone […]
- [Visionary Village](https://thelever.co.nz/visionary-village/): A professional home for visionary female founders. You’ve already built a thriving business, but leadership can still feel lonely. Too often, you find yourself in rooms where you’re giving others a hand up instead of being lifted higher yourself. The Visionary Village is your professional home, a place where you’re fuelled, not drained, and where your growth is amplified by peers at your level. What it looks like: Entry to the Village is curated by our founder, Justine Parsons, because she gets it. This isn’t about filling seats, it’s about creating the right culture. You’ll start with a direct call with […]
- [The Shift](https://thelever.co.nz/the-shift/): You’ve built a business that works, but it still feels like everything depends on you. Every system, every decision, every approval. It’s heavy and it’s not how you want to keep going. Implementation support that gives you space fast. This is your chance to free up your time to start leading with support by your side.  What it looks like: We begin with a Reset Call, 45 minutes to uncover what’s really costing you time and energy. After the Reset: Together with your Business Operations Manager, we identify the 2–3 priority areas that give you the biggest relief. Over 90 days, […]
- [The Lever Experience](https://thelever.co.nz/experience/): A dedicated Business Operations Manager who owns the operational day-to-day so you don't have to. The Lever Experience gives founders across New Zealand and Australia a trusted partner — and a business that runs without them in the middle of everything.
- [The Roadmap](https://thelever.co.nz/roadmap/): A 90-minute session that surfaces what's actually keeping your business stuck and builds a 90-day plan specific to you. For founders in New Zealand and Australia who are ready to stop firefighting and start leading.
- [Work With Us](https://thelever.co.nz/work-with-us/): A dedicated Business Operations Manager for founders who are ready to stop being the answer to everything. New Zealand and Australia. Start with a Reset Call.
- [Business Operations Management | New Zealand & Australia | The Lever](https://thelever.co.nz/): You built a successful business. Now it's running you. The Lever gives New Zealand and Australian founders a dedicated Business Operations Manager who takes ownership of the day-to-day — so you can lead. 
- [Visionary Reset Quiz Results: Adhoc Leader](https://thelever.co.nz/ad-hoc-leader/): Your Results… The Adhoc Leader Your business is thriving, but every day it feels like you’re firefighting. You start with a plan, but within an hour you’re chasing details, fixing problems, and reacting. It’s not because you’re not capable, in fact it’s the opposite. You’re hyper-capable which is why you’ve been successful so far, but  you’re running without the structure when you and your business now requires it in order to create space for your next bold move. Watch this short video, to understand why everything feels reactive, and how the right structure frees you to step out of chaos and back […]
- [Visionary Reset Quiz Results: Bottlenecked Visionary](https://thelever.co.nz/bottlenecked-visionary/): Your Results… The Bottlenecked Visionary Your business is slowing down because too much still depends on you. You didn’t plan to run things this way.  But right now, work doesn’t really move unless you’re involved. Decisions sit waiting. Tasks come back needing changes. Your team looks capable yet progress relies on you stepping in.   This isn’t because you’re doing a bad job.  It’s because your business has outgrown the way responsibility and decisions are currently set up. What usually happens if this continues When this pattern stays in place, the impact builds quietly: Someone on your team stops taking initiative.Not […]
- [Visionary Reset Quiz Results: Overloaded Leader](https://thelever.co.nz/overloaded-leader/): Your Results… The Overloaded Leader Your business is thriving, but you’re drowning in the success you created. You’ve got clients, a team, even some systems, but somehow you’re still doing too much. Your days are full of delivery, approvals, and admin. You rarely get time to think strategically, and when you do, you’re already exhausted. It’s not that you don’t have support, it’s that you haven’t freed yourself from being the operator. Watch this short video, where we’ll walk you through why you’re still carrying so much, how it’s draining your energy, and what it takes to step in your true […]
- [The Leverage Letter](https://thelever.co.nz/the-leverage-letter/): Join Us Big ideas, bold leadership, and the freedom to build differently. Leverage is a weekly letter for founders who are done doing it all and are ready for a bigger conversation.
- [You’ve Taken the First Step. Here’s What’s Next...](https://thelever.co.nz/the-reset-call-booked/): You’ve taken the first step Here’s what’s next… You didnt just grab a slot on a calendar. You gave yourself permission to pause. To reflect. To get honest about what’s not working and to start shifting it. That’s not small. That’s leadership. You’ll leave with a fresh perspective and a clearer sense of what’s possible when you no longer have to carry it all alone. Here’s what to expect before the call: We’ll send you an invoice for $297 to pay before your call (this is credited to your account if you continue to work with us) Keep a note of […]
- [The Visionary Reset Quiz](https://thelever.co.nz/the-visionary-reset-quiz/): The Visionary Reset Quiz
- [Safelist](https://thelever.co.nz/safelist/): Adding us as a contact ensures that you receive all our updates directly in your inbox. Below, you’ll find steps for various email providers. Follow the instructions for your provider to keep our emails coming.
- [Thank You for Subscribing to our Weekly Letter](https://thelever.co.nz/thank-you-for-subscribing-to-our-weekly-letter/): Thank You For letting us into your inbox. We don’t take that lightly. Here’s what happens next Handing over your inbox isn’t a small thing anymore. You’ve already got more coming at you than you asked for. If you made room for us anyway, that tells us something, and we don’t plan on wasting it. Every week, Leverage will bring you one honest, useful thing. Real operational thinking from Justine, built from what’s actually happening inside founder-led businesses right now. Nothing to open urgently. Nothing to manage. Just something worth having in your week. This isn’t meant to be one-way. Nothing […]
- [Contact Us](https://thelever.co.nz/contact-us/): Connect with us on LinkedIn The Lever Australasia LtdOrere Point 2585,New Zealand Have a question or need more information? Send us a message Business Consultation NZ: Your First Step Toward Freedom
- [About Us](https://thelever.co.nz/about-the-lever/): Justine Parsons spent 28 years running a seven-figure agency before founding The Lever. Meet the women behind the business operations management team serving founders across New Zealand and Australia.
- [Insights](https://thelever.co.nz/insights/): The Hand Up Project Real wisdom from ten women who’ve been exactly where you are. No frameworks. No advice. Just the honest conversations that changed everything. Read Edition One The Hand Up Project All
- [Case Studies](https://thelever.co.nz/case-studies/): Case Studies Real transformations, from real partnerships. This is what rolling our sleeves up looks like. Real partnership, from the strategy through to the doing, seen all the way through.
- [Terms and conditions](https://thelever.co.nz/terms-and-conditions/): These terms and conditions (the “Terms and Conditions”) govern the use of www.thelever.co.nz (the “Site”). This Site is owned and operated by The Lever Australasia Ltd. This Site is a service informational. By using this Site, you indicate that you have read and understand these Terms and Conditions and agree to abide by them at all times. Intellectual Property All content published and made available on our Site is the property of The Lever Australasia Ltd and the Site’s creators. This includes, but is not limited to images, text, logos, documents, downloadable files and anything that contributes to the composition of […]
- [Our AI Policy](https://thelever.co.nz/our-ai-policy/): Responsible AI Use: The Lever’s Commitment to Ethical Technology Responsible AI Manifesto Use AI Responsibly: We design and use AI in ways that align with our values. AI Supports People: AI is here to help, not replace, our team and clients. We Stay Accountable: Humans are always in control of decisions, even with AI. Creativity Matters: AI should enhance, not replace, our creative thinking. No Deception with AI: We won’t use AI to mislead or spread false information. Know AI’s Limits: We understand and consider the risks of using AI. Be Transparent: We’re open about how we use AI, ensuring trust. […]
- [The Reset Call](https://thelever.co.nz/the-reset-call/): The Reset Call is a 45-minute working session with Justine Parsons, founder of The Lever. No pitch. No proposal. You leave with clarity and actions you can take today. Serving founders across New Zealand and Australia.
- [Privacy Policy](https://thelever.co.nz/privacy-policy/): Effective date: 16th day of December, 2024 www.thelever.co.nz (the “Site”) is owned and operated by The Lever Australasia Ltd. The Lever Australasia Ltd can be contacted at: justine@thelever.co.nz(02) 117-751351 Bays Road, Orere Point, Auckland, New Zealand Purpose The purpose of this privacy policy (this “Privacy Policy”) is to inform users of our Site of the following: The personal data we will collect; Use of collected data; Who has access to the data collected; The rights of Site users; and The Site’s cookie policy. This Privacy Policy applies in addition to the terms and conditions of our Site. Consent By using our […]

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